advt_marketing
DESCRIPTION
Managing advertisement, BrandingTRANSCRIPT
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GAFEERS’S REACH
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DRIVERS OF SP. IN MARKETPLACE
• Consumer Behavior:Consumer better educated, low brand loyalty & Selective
• Pricing: Festivals, major events in sports still draw a
huge crowd. Indians are still price conscious
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Cont…• Market Share: Brand switching, the name of the game.• Parity Products:
Differentiation strategy in a world of ‘me too’ product.
• Power Retailer :The place where it all happens. Consumers
directly in touch with them.
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TYPES OF PROMOTION
• CONSUMER PROMOTION• TRADE PROMOTION
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CONSUMER PROMOTION• Price Deals: E.g. “More for Less”, 50% Off, Buy
One Get One Free offer.• Coupons: E.g. VLCC coupons for discount• Contests: E.g. Answer a simple question and
win a Color TV• Sweepstakes: E.g. Name is selected for query
Form for lucky draw• Premiums: E.g. Buy Pepsodent & collect G.I
Joes; • Sampling: E.g. Consumer sample new product
for free
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TRADE PROMOTION• Point of Purchase(POP): E.g. Banners,
Danglers & Posters at the retails outlet.• Dealer/Retailer Kit: All the information about
the product that the retailer should know.• Contests & sweepstakes: Specials offers to the
retailer so that he pushes that brand• Trade shows & Exhibits: E.g. Auto Expo at
Chennai trade center • Trade Incentive: The more ‘cut’ is given to the
retailer, the more he pushes your product.
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PROMOTION STRATEGIES
• 3 Broad objectives:
Stimulate demand by consumersImprove marketing performance of resellersTo supplement and coordinate advertising,
personal selling & public relations activities.
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PROMOTION STRATEGIES
• Help in creating & sustaining brand value.• Managing brand image• Cut into brand loyalty of other brands.• Promotion to be more brand focused.• Co-branding, a key tool
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DIFFERENCE BETWEEN ADVERTISING
• Creates an image over time• Relies on Emotional appeals • Adds Intangible value to the
product/Service• Contributes Moderately to
short term profitability
SALES PROMOTION
• Creates immediate action• Relies on Rational appeal• Adds Tangible value to the
product/service• Contributes Greatly to short
term profitability
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PUSH OR PULL STRATEGY
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PROMOTION EFFORTSPUSH STRATEGY
MANUFACTURER
RESELLER
CONSUMER
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